How PFL Uses Tactile Marketing to Boost Event Marketing
Event Marketing is a Cornerstone for PFLFor PFL, event marketing delivers the bulk of our most qualified leads. Trade shows, co-marketing events, webinars and local events generate the leads we need to keep our marketing healthy and active. They are also expensive. Industry events, such as Dreamforce, can easily cost a marketing team a minimum of $50,000. Despite the expense, plenty of people are willing to shell out the money. Dreamforce 2018 – a massive event, to be sure – had over 170,000 attendees. Standing out at an event and getting the connections you need to make it fruitful is an ever growing challenge. At PFL, we use our own Tactile Marketing Automation solutions to cut through the clutter and make an impression before and post event: Here’s how we do it and some lessons we’ve learned along the way.
Tactile Marketing Automation + Pre-Event MarketingSetting up intimate, 1:1 meetings with our customers and prospects is a core goal for PFL’s tradeshow marketing strategy and it is where we’ve done the most iteration, testing, and improvement. We use a multi-channel approach to invite target prospects, customers and partners to our side events. Tactile marketing is a big component of the program. Today, our Meeting Maker Campaign is almost entirely automated, personalized and measured through Tactile Marketing Automation. The Meeting Maker Campaign is also a very popular use case for our customers. The tactile marketing piece doesn’t exist in a silo – it is sent in the midpoint of a digital campaign that uses email, retargeting and phone outreach.
Campaign Flow and ResultsHere’s how we execute a trade show meeting maker campaign with Tactile Marketing Automation. This campaign interfaces with our account based marketing philosophy as well. Note: PFL uses Marketo as our marketing automation platform, but the same flow will work with any marketing platform. The shocking part? Not offering a gift is just as successful, with nearly identical conversion rates. The key is sending a high-impact mailer that provides relevant messaging. For example, we’ve done a video card paired with an industry guidebook and a box with the recipients name on it. Here are the results for one of our recent Dreamforce Meeting Maker campaigns: *costs include meeting space rentals, food, travel for PFL, and direct mail production and delivery
During Event Assests
PFL + During Event AssetsYou’ve faced the same problem: our sales team needs samples, swag and collateral for their on-the-floor efforts at events. How many hours have you spent rounding all of this up, shipping to the right location and sorting it? Probably as many as we have.
Personal Marketing CenterOne of the many ways we use our own solution, Personal Marketing Center (PMC), is to make it easier for our sales teams to prepare for a trade show. PMC houses customizable and static digital and physical assets. Our reps or the ops person planning the event can easily select the swag & collateral they need, personalize it for the trade show (such as changing dates, trade show names and more) and deliver it to themselves or the event location.
Post Event Marketing
PFL + Post Event MarketingThe days following a big trade show, like Dreamforce, can be just as chaotic and stressful as the weeks leading up to the event. And they are just as crowded – think about your own inbox after a major industry event. Your poor inbox is likely on fire. Overwhelmed prospects often go on email delete rampages just to stay afloat. This opens up a big opportunity to stand out with direct mail and move a relationship forward. Here’s our typical post-show campaign.
Campaign Flow and ResultsCurrently all of our leads from the show go through the following flow:
Tactile Marketing + WebinarsWebinars deliver a consistent stream of leads for PFL. As we become more devoted to ABM ideology, our webinars are also becoming more focused to appeal to our target accounts. Even with highly-targeted content, it is a challenge to convert sign-ups into actual attendees. People are notorious for signing up and either forgetting to attend or deprioritizing it. We use tactile marketing to remind prospects of the webinar (the mailer lands the day before the webinar) and to reinforce prioritization of actually attending.
Campaign Flow and ResultsOur pre-webinar direct mail is affordable and personalized, despite being rapidly produced. It’s also a repeatable program. We use Marketo webinar program tokens to populate the copy on the mailer so that it is specific for each webinar. Results? We are still A/B testing our webinar campaigns, but many of our customers ask to replicate the campaign. It’s a very easy way to dip your toe into the personalized Tactile Marketing Automation water. After a webinar, our BDRs either send qualified attendees a customized direct mail piece through our SwagIQ Salesforce integration, or they add them into an automated Marketo program that includes direct mail. Its important to capitalize on prospect interest and send them something timely and relevant. For instance, if a prospect attended a webinar with an ABM topic, our reps would send them a package that includes an ABM guidebook and speak to the topic in the personalized note.